How to Pick the Right Agency: Part Two

Article Abstract:

The advertising agency chosen by a company must be able to contribute to the total marketing concept of the company. When a company is choosing an agency they must look for an advertising agency whose character, strength, and compatibility will support the firm. The next stance for a company when searching for an agency is to behave as an open, perspective client. The advertiser should conduct a thorough self-analysis, and then ask prospective agencies to perform an analysis on the firm. Compatibility stands out as a main selection criteria.

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How to Make the Marriage Work

Article Abstract:

A successful client-agency relationship requires mutual respect and open communication. Successful advertising people are imaginative and highly motivated. Comments from successful advertising agencies about what makes a good client were varied. They included: a good client gives direction, respects the agency's professionalism, and gives the agency the freedom to perform. Although the client still plays the key role in the selection of an agency, many agencies are now becoming selective in becoming involved in potential relationships.

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It Takes Two to Tango, Part One

Article Abstract:

Advertisers and advertising agencies both lose when a separation occurs. Advertisers require sophistication when choosing the agency that can best fulfill its needs. Respect must be mutual on both sides. An agency can perform all required functions for its client when communication and definitions of objectives are clear. The market is in flux and client relationships must make the transition to ensure success for both advertiser and agency.

Advertising agencies, Interview

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